Fact: Content marketing isn’t going anywhere anytime soon. Why would it when it’s proven to be a long-lasting solution for marketing success?
With having reached such a pinnacle of popularity, people are coming out of the woodwork claiming they are content marketers. Everyone’s on the bandwagon without truly knowing what content marketing is or what it can do.
Anyone can say they know how to write, formulate an idea, or put together a press release, but ask:
- Yes, you can write, but can you write well?
- Sure, you have good ideas, but do you know how to turn them into solid strategies?
- Perhaps, you’ve written a press release, but do you understand how this does not equal content distribution?
While every person in your company can contribute to content marketing, it doesn’t mean every person is a content marketer. Handing the job off as a secondary task to someone without the right skillset or a member of your team who can’t focus on it full time can be costly to your company and your clients.
In order to clear up a few common misconceptions, let’s dive into the top 5 myths people have about content marketers. How many are you guilty of believing?
Myth #1: Content marketers are bloggers.
This is what we call a myth by omission. Yes, content marketers do write blog posts (and white papers and landing pages and ad copy…), which technically, can categorize them as bloggers. However, people who think content marketing and blogging are interchangeable are leaving out a large portion of what goes into the marketing part of the phrase.
When your company has true content marketing in place, there are several touch points that occur before, during, and after any words are written. It’s not mindlessly pounding out 500 words and calling it a day. There’s strategy, execution, delivery, and repurposing involved and that’s only covering a top level view.
Myth #2: Content marketers don’t generate a positive ROI.
Ouch. We might work with words rather than numbers, but we still focus on quantifying the value of your campaign.
Did you know: Content marketing generates three times as many leads as traditional outbound marketing, but costs 62% less, according to Demand Metric?
Content Marketing Institute’s Michael Brenner showed Kraft Foods content marketing ROI was 4x greater than their most targeted advertising.
The problem with this myth is it’s too general. The question you should ask is: What do you consider positive ROI? Most campaigns shouldn’t be measured by only one metric. There should be top tier KPIs followed by metrics specific to the audience you target and the message you deliver.
For example, do you want your audience to share your content, improve brand recognition, make a purchase, or perform another action on a much larger scale? Do you want the content to resonate with your audience on a sentimental/happy/funny level, prompt them to engage, or create a sense of urgency?
Content marketers associate these types of questions to relevant KPIs to predict campaign outcomes and optimize future campaigns all in the name of a worthy ROI.
Myth #3: Content marketers just need to write content.
We wish it were so easy.
Myth #4: Content marketers only care about search engines.
There may be marketers who haven’t truly recovered from the SEO of yesteryear when content was heavily dedicated to writing for the SERPs. There was a lot of keyword stuffing and awkward search-based phrases to help “boost” marketing strategies. Rest easy because we’ve evolved since then to concentrate on who we are speaking to with our writing.
According to a LinkedIn Technology Marketing Community report, there are three top factors which make content effective:
- Audience Relevance (58%)
- Engaging and Compelling Storytelling (57%)
- Triggers a Response/Action (54%)
We don’t not care about the SERPs, but algorithm fickleness has us more compelled to give a user a reason to do whatever we’re asking of them.
Myth #5: Content marketing is a fad.
No matter how you spin it, content marketing is here to stay. Content Marketing is basically just storytelling, and storytelling has been around for centuries… Because it works and gets results. Storytelling, combined with the right strategy and delivery, creates one helluva powerful trifecta.
Content marketing can change public perceptions of your brand for the better. Good one, McDonald’s.
Content marketing can make you feel special (while still working in a CTA!). Nice work, Coke.
Content marketing can produce $1 million in revenue, nearly 30,000 lead conversions, and a 9,665% ROI with a single interactive quiz. Practicing what we preach.
Content marketing can make the most basic parts of your business captivating; handle your reputation in one fell swoop; generate revenue; and elevate your brand to long-term notoriety.
And, that’s the truth.
Interested in how content marketing can help boost your business? Schedule your free consultation today to learn how our agency can work for you.
Learn more about creating a measurement strategy for your content marketing to ensure a valuable ROI. Download our The Art and Science of Measuring ROI: Content Marketing eBook for FREE.
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